PRODUCT COMPETITIVE CONTEXT
Products operate within customers’ perception of their ability to do a specific job or accomplish a specific task. We developed this tool to understand what value customer place on specific products or services.
Clients use this tool to understand what value customers believe a product delivers and the specific dynamics of the replacement & direct competitive set. This methodology allows companies to “war game” the impact of different companies or products moving into a new marketplace.
Why do this?
- Determine customers’ perceived hierarchy of product /service features & functions
What’s needed to start?
- Persona definitions (demographic & attitudinal)
- Product/services features and functionality